| Aesthetic appeal | Tap consumers' affective reactions by going beyond the cognitive associations of functionality.
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| Affective component | Feelings or emotional reactions to an object.
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| Attitude | An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
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| Attribute framing | Where only a single attribute is the focus of the frame.
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| Behavioral component | One's tendency to respond in a certain manner toward an object or activity.
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| Benefit segmentation | Segmenting consumers on the basis of their most important attribute or attributes.
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| Cognitive component | Consists of a consumer's beliefs about an object.
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| Comparative ads | Directly compare the features or benefits of two or more brands.
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| Elaboration likelihood model (ELM) | A theory about how attitudes are formed and changed under varying conditions of involvement as described earlier.
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| Emotional ads | Designed primarily to elicit a positive affective response rather than provide information or arguments.
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| Fear appeals | The threat of negative (unpleasant) consequences if attitudes or behaviors are not altered.
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| Goal framing | Where "the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act."
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| Humorous appeals | Ads built around humor which appear to increase attention to and liking of the ad.
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| Mere exposure | The idea that simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive.
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| Message framing | Presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing).
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| Mutiattribute attitude model | Based on the logic that because all of the components of an attitude are generally consistent, the more favorable the overall attitude is.
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| One-sided message | Messages where the benefits of a particular product are presented without mentioning any negative characteristics it might possess or any advantages a competitor might have.
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| Source credibility | Based on two basic dimensions, trustworthiness and expertise, it occurs when the target market views the source of the message as highly credible.
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| Spokes-characters | Can be animated animals, people, products, or other objects.
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| Sponsorship | A company providing financial support for an event.
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| Testimonial ads | A person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea.
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| Theory of reasoned action | Holds that behavioral intentions are based on a combination of the attitude toward a specific behavior and the motivation to comply with the normative beliefs.
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| Two-sided message | Messages that provide good and bad points of a particular product.
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| Utilitarian appeals | Involve informing the consumer of one or more functional benefits that are important to the target market.
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| Value-expressive appeals | Attempt to build a personality for the product or create an image of the product user.
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